The cost of UA has been rising fast and user retention is fleeting. According to a recent post by Nanigans, 23% of mobile apps are used only once in the first 6 months after install. When it comes to maximizing your mobile ROI, reengagement is key.
A recent Forrester study shows that more mobile users (47%) use their phones for product research than for purchases (29%) on it. How can you persuade those users who begin their product search on mobile to take that final step? How do you get them to stop looking and start buying?
Step 4. Get serious about reengagement
The number of new users you can acquire doesn’t matter if you can’t retain them—and it’s money wasted. The Kochava platform gives you the tools to reengage the users you’ve already acquired. By identifying key behaviors of users who convert within your app, you define the ideal user path. The final step is to simply reengage users to complete the next step in their journey.
Know thy users
Identifying these key behaviors is dependent upon tracking the right data. The Kochava system allows for the capture of in-app events with rich metadata characterizing user behavior. In fact, you can pass events as nested JSON payloads with an unlimited number of dimensions, to track any categorical data points and enrich your understanding of your users’ behavioral patterns. By separating the patterns indicating success from those showing drop-off and churn, you can separate those users into specific cohorts for reengagement through in-app ads, push notifications, or email and social campaigns driving them toward your success metric.
The value of generic engagement is minimal—use personalized, contextual messaging to deliver the right message at the right time. See where a user is stopping in the funnel and turn that data into a contextually relevant push notification, or a well-timed pricing incentive. Pay attention to user-centric variables derived from in-app data to provide users with the best possible experience.
Not all in-app event measurement is equal
Kochava enables rich event tracking via nested JSON with as many dimensions as you want to pass, but it is up to you to utilize it. For example, when you send a purchase event to Kochava you can include data points like original and discounted prices, number of items on a wish list at time of purchase, and whether the user chose to save their payment method or use it for a one-time charge. All of these data points are important indicators of the likelihood of repeat purchases. A user who saves their payment data may purchase again soon. A user with an empty wish list may be in danger of attriting soon.
Pro Tip:Use Kochava to syndicate your data to partners to avoid SDK bloat.
Comparing event data alone doesn’t give you as much insight because it’s simply comparing one event against the other. The metadata is what tells you the details from other in-app activity. Now you can create cohorts of similar users with customized messaging for each in a reengagement campaign.
Unless you’re measuring and understanding these users, you won’t know why some are not progressing down the funnel. With Kochava, you can extract the necessary data to make reengagement actionable.
Kochava events support nested JSON with as many dimensions as you want to pass. These events can be displayed and dissected in Analytics then syndicated via real-time postback to third-parties for reengagement ranging from web retargeting to push messaging. Postbacks are completely configurable, meaning that you pass only the information you wish your media partners to see.
We’re coming to a close in discussing the basic elements of a good app strategy. So far, we’ve covered: event tracking, cost analysis, holitstic measurement and effective reengagement. Tomorrow we’ll share how Kochava can save you money beyond just measurement.